PLAY METER: What then are some of the "Do's"and
"Don't's" about arcade operations?
ISAACSON: I'd rather focus in on the "Do's" of arcade
operation. First,you have to find out what your local
authorities think about your type of operation. Listen to
their suggestions as to what they would like to see, both
in terms of management and specific types of crowd
control. The first "Do" is to get on their good side
because, if anyone can, they're the ones who would
probably put you out of business if you don't comply.
Second, if you're building a location, you're going to
have to spend a certain amount of money on leasehold
and a certain amount of money on equipment. Starting
with leasehold, build an attractive place. Solicit. an
architect or interior floor designer, someone who really
knows how to put a place together. It will cost you a little
bit of money, but go ahead and review designs and
choose colors and themes and layout that would be
appealing to almost any age group. It's important that
you do so, rather than just paint the walls candy stripes
and throw in a bunch of games.
Then you also have to consider game layout, with a
mind toward free traffic flow. There can't be any dark
nooks and crannies. Instead,your amusement center
must be attractive and not intimidatina. so that people
aren't going to be scared to walk into a corner of the
place. And that all goes back to decor.
PLAY METER: How important really is decor?
ISAACSON: It's very important. Anything that's going
to be in front of the public is important, and that means
you should spend your money on it. We found ways to
cut the cost in the .. things the public doesn't see. For
instance, when you're ·building a store, you don't have to
have the best bathroom in the world for employees. But I
think it would be foolhardy to cheapen those things' the
public can see. Instead, cheapen the things people don't
see,like the employees' bathroom or the manager's
office.
PLAY METER: Turning to the matter of equipment
purchasing, is there a shorter life span for games in an
arcade than games outside on regular street locations?
ISAACSON: You're asking me a question about today's
volatile ma.rket. There are a lot of 90-day wonders today
because,for instance, of the intense competition with
space-type games. And that means the public can get
very tired of a game very quickly.
Now as far as the arcade operator goes today, in terms
'I think the theory of rotation is dead.
There is no place to rotate. There is
notliing to rotate. If you are on top of
the market and have four, five, or six
arcades, you must buy top games for
those locations.'
of his equipment purchasing, I tnink the theory of
rotation is dead. There is no place to rotate. There is
nothing to rotate. If you are on top of the market and you
have four, five, or six arcades, you mus~ buy the top
games for those locations. You're not going to be able to
Asteroids, for example, and say you're goiQg to rotate
rotate that Asteroids to your second store.The second
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2301 West Pico .Blvd. · Los Angeles, California 90006
PLAY METER, June 1, 1981
(213)380-1160
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